Boosting website traffic for personal alarm retailer

Taking Care are the largest private personal alarm provider in the UK, endorsed as a Which? Trusted Trader Approved Service, and are the first Approved Service for the installation and servicing of personal alarms in the UK.

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Highlights

Increase in online revenue YoY
Online coverage
More website visits
Increase in organic visits YoY

The brief

By leveraging detailed research, along with competitor and audience insights, we developed a strategy that our client loved – incorporating SEO, Content and Digital PR to boost organic traffic and brand visibility for a leading personal alarm retailer.

The overall strategy had several phases, to firstly set strong SEO and UX foundations on which the rest of the activity could build effectively, whilst concurrently building the brand and gaining links via digital PR.

What we did

Research & Insights:

  • With an audience comprising of end users and also family members/adult children, we used the insights that came from our research to ensure we were targeting the right digital channels and media publications to best reach and engage with those who are most likely to buy – shaping target personas that were at the heart of every piece of content.

SEO & Content:

  • Ongoing SEO auditing and analysis (including Core Web Vitals and pages speed optimisation)
  • Revised architecture with new UX-focused mega menus
  • Blog URL structure changed to be more search-friendly and existing posts migrated/redirected
  • Content audit which led to content pruning and revised internal linking strategy
  • All key product and category pages further optimised
  • 14 new keyword optimised blog pieces written and published to the website within the first six months
  • Reducing keyword density – refocusing content to align with keyword mapping
  • New optimised category pages created and published
  • 55 new links acquired

Digital PR:

    • Multiple digital PR campaigns launched, including data stories and product launches
    • Regular reactive digital PR activity, including newsjacking

The results

  • 73% more users visited the website between March-July 2022, with an increase in organic visits of 106% YoY
  • Online revenue increased by 60% YoY, 40% above target
  • 99 pieces of online coverage gained through Digital PR and link building activity
  • Winner – UK Search Awards 2022 – BEST USE OF SEARCH – HEALTH
  • Winner – UK Search Awards 2022 – BEST USE OF CONTENT MARKETING
  • Finalist, UK Content Awards 2023 – HEALTH CONTENT CAMPAIGN OF THE YEAR
  • Finalist, UK Search Awards 2023 – BEST USE OF SEARCH – HEALTH (SMALL)
  • Finalist, UK Search Awards 2023 – BEST SEO CAMPAIGN (SMALL)
“When choosing an agency who would work on SEO, digital PR and outreach it was really important that we worked with a team that would become an extension of our own business, working collaboratively to deliver activity that drove measurable results, both maintaining and improve our position in organic search and securing digital and traditional media coverage to position Taking Care as experts in the eldercare technology space.” – Daniel Lennox, Taking Care

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